1189: The Brain Science of Branding and Spending Triggers with Leslie Zane

What compels us to spend on certain brands over others? Guest Leslie Zane runs Triggers Brand Consulting, the first female-founded brand consultancy in the U.S.. A Harvard Business School graduate, Leslie is known in the industry for her expertise in applying brain science to branding. She was the first person to include a man in an advertisement for a baby care product. Farnoosh and Leslie discuss the "triggers" that get us to spend on certain products and services over others. Plus, Leslie's advice for women workers in today's rough job market, her own upbringing as the daughter of a Holocaust survivor and the biggest investing mistake she made. Helpful links: Triggers® Brand Consulting – https://triggers.com/ Leslie's article in Harvard Business Review - https://hbr.org/2021/02/advertisers-skip-the-platitudes-in-2021   Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

*** Named a Best Podcast By The New York Times, Time Magazine, Real Simple and MSNBC *** Host Farnoosh Torabi is an award-winning financial strategist, TV host and bestselling author. Her newest book is entitled A Healthy State of Panic. With over 30 million downloads, So Money is dedicated to sharing inspiring money strategies and stories straight from today's financial leaders, bestselling authors and entrepreneurs. One day, hear an intimate money conversation with industry greats like Queen Latifah, Barbara Corcoran or Margaret Cho. Another day learn the basics of cryptocurrency and its impact on our wallets. On Fridays, tune in as Farnoosh answers our most pressing financial questions about saving, investing and building wealth. Advice and insights always delivered through a lens of equity, inclusivity and the changing world we live in.